Trade Show Experts Say “Exhibit with Purpose”
So just what do trade show exhibitors need to do these days to bring more customers
to their booth? According to trade show expert Jefferson Davis, the answer starts with
what happens inside the exhibit. "The number one key to exhibit attraction and recall is
demonstrations," Davis says. "Booths that deliver information and ideas creatively are
more effective and memorable."
Davis, who represents Competitive Edge, an exhibition consulting firm, gave his remarks
during a webinar that is part of the ongoing SEMICON West Exhibitor University
Program. This exhibitor education series is designed to help exhibitors utilize best
practices in trade show marketing and to learn how to get the most from exhibiting at
SEMICON West. The December seminar also featured Tom Morrow, vice president of
Global Expositions and Marketing for SEMI, who presented a preview of SEMICON
West 2008, as well as a review of visitor behaviors and feedback exploring what they
want from SEMICON West exhibitors.
"The goal of your booth is to create or change an opinion," said Morrow, who has
managed major events for Intel, IBM, Oracle, Philips, and Motorola. "Effective trade
show booths do not try to recreate an office sales meeting—you can meet customers
anywhere. Your booth must do more than simply enable a conversation," he said.
"Effective booths immerse the visitor in a compelling message as part of a
comprehensive effort to differentiate and position your products. No other marketing
medium is as powerful as trade shows. Unlike brochures, videos, websites, even sales
people—effective trade show exhibits can change how your company is viewed and
compared with competitors."
Morrow shared information drawn from post-show surveys, interviews, and discussions
with important buyers and specifiers, revealing that what attendees want most from
SEMICON West are new ideas an information. From exhibitors, attendees want
informative exhibits that provide meaningful in